Customer based Discrepancy Theory
Customer based Discrepancy Theory
The basis of discrepancy theory–derived satisfaction is the cognitive comparison on the part of an individual. A comparison requires that each individual establish an anchor, have a context-dependent state of nature to compare to the anchor, realize individual expectations or perceptions of both the anchor and state of nature, and judge these with a (potentially) complex relationship that determines how satisfaction is derived from the two components (anchor and state of nature).[1]
Customer satisfaction with IS, this is a stream of research draws from both marketing and management disciplines.Satisfaction is considered by many researchers to be the effect of a judgment of the difference between what is expected or desired compared to what is actually experienced about a product or service . Discrepancy theory research, is the study of this difference between an a prior state and subsequent perception.[1]
The literature in consumer satisfaction provides a general framework for the examination of how perceptions of delivery and expectations can impact user satisfaction . Consumer satisfaction is commonly defined as a “post-choice evaluation which varies along a hedonic continuum from unfavorable to favorable, in terms of whether or not the experience of a specific purchase was at least as good as it was supposed to be”. [1]
User satisfaction has been measured in terms of attitude , perceived information value and quality, and perceived improvements in decision-making effectiveness.[1]
Main dependent constructs/factors
Customer satisfaction and User satisfaction.
Main independent construct(s)/factor(s)
Manipulated expectations, Manipulated performance, Perceived performance, Perceived Expectations, Dis-conformation (or) Confirmation of expectations.